Jesvin Yeo-visual/Senses Editorial Design

At Design Interviews

Interview with Jesvin Yeo : Frank Scott: What is the main principle, idea and inspiration behind your design?. Jesvin Yeo : Visual/Senses is an exhibition catalogue, therefore the inspiration is functional as to achieve the aim of the exhibition to recreate the ambience of visiting a temple. .Frank Scott: What has been your main focus in designing this work? Especially what did you want to achieve?. Jesvin Yeo : Seeing that the actual exhibition is to deliver a blast of nostalgia and familiarity, and a shot of discovery for the younger visitors. This catalogue aims to engage readers through the senses of visual and smell so that memories are evoked; new possibilities are imagined and personal connections are explored. .Frank Scott: What are your future plans for this award winning design?. Jesvin Yeo : We aim to showcase this award winning design, Visual/Senses, in top-tier exhibitions. The upcoming one is in Taiwan Design Museum. .Frank Scott: How long did it take you to design this particular concept?. Jesvin Yeo : The main research started in August 2012 and finished in May 2014. The designing process took about 3 months from concept to pagination to production. .Frank Scott: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?. Jesvin Yeo : It is commissioned by Top Red Art.
.Frank Scott: What made you design this particular type of work?. Jesvin Yeo : We love experimental works as we love to explore with different materials and techniques in graphic and product design. Our studio is called Designing Cultures Studio, therefore we are also very interested to design works that are related to cultures, tradition and heritage.
.Frank Scott: Who is the target customer for his design?. Jesvin Yeo : The target customer are designers who love interesting design, as well as people who are interested or want to know more about traditional decorations of Chinese temples.
.Frank Scott: What sets this design apart from other similar or resembling concepts?. Jesvin Yeo : This design is a unique compared to other resembling design because it is printed with specially created aroma ink to recreate or evoke a certain emotion. No one has do that yet!
.Frank Scott: How did you come up with the name for this design? What does it mean?. Jesvin Yeo : The exhibition is about exploring, employing and experiencing visuals and senses to engage the viewers. We wanted a name that is easy to remember and represent the exhibition well – so Visual/Senses is used as it seems to be the most suitable name to represent the exhibition and this exhibition catalogue. .Frank Scott: Which design tools did you use when you were working on this project?. Jesvin Yeo : The usual, adobe InDesign and Photoshop. .Frank Scott: What is the most unique aspect of your design?. Jesvin Yeo : As mentioned earlier, this exhibition catalogue is a unique publication that printed with specially created aroma ink. It is printed therefore the sense should be able to last for years.
.Frank Scott: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?. Jesvin Yeo : We worked with a scent company, Jay Cee Global. The aim is to create a scent that smell like a temple which tightly related to the exhibition theme. The whole process took about five months to complete after experimenting with various natural fragrance materials. Then the essence of the scent was sent to the printer and mixed into the printing inks to print the catalogue.
.Frank Scott: What are some of the challenges you faced during the design/realization of your concept?. Jesvin Yeo : The most challenging part was to find a printer to allow the mixing of the aroma essence into the printing ink, as the concern was the residing of smell on the machine after the printing. Fortunately, we managed to persuade a printer to experiment with the job. Besides the aroma printing ink, 3D Embossing was used to create the smoke effect on the cover. The aim was to create a sculpted effect with a different levels impression. Standard embossing has only one level of impression. .Frank Scott: How did you decide to submit your design to an international design competition?. Jesvin Yeo : We want to know what is the standard of our design – whether impactful enough to catch the attention of the judges. We also want more people to see our design (if we win). .Frank Scott: What did you learn or how did you improve yourself during the designing of this work?. Jesvin Yeo : Nothing is impossible if you keep trying. Being resourceful is another key word.
.Frank Scott: Any other things you would like to cover that have not been covered in these questions?. Jesvin Yeo : Thank you to all the judges who appreciate our design. .